Home > marketing ramblings > Challenger brands winning the battle without winning the fight

Challenger brands winning the battle without winning the fight

When Mini publically picked a fight with Porsche (see their Facebook campaign here) they can’t have believed their car would ever win the race, but they used the stunt to great effect.  I’m guessing their parting shot – “You best us… this time”, was written long before they placed their full page ad in the NY Times.

This type of challenger brand activity and brand association is not new, and is well covered in Adam Morgan’s Eating the Big Fish.  My fellow partners Ed and Neil did it back in the day when TalkTalk launched, hijacking Maureen Lipman (Beatie) and the BT slogan “It’s always been good to talk. Now it’s better to talktalk”.  The difference was that with Talk Talk there was no actual fight between Christopher Bland and Charles Dunstone so there was no risk of TalkTalk ending up with egg on their face.

Mini Rocky parody

The race itself

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